How to Start a Website: Selecting a Domain Name
What's in a Name?
The domain name is what people type in their address bar in order to get to your site, so there are some tips you should keep in mind during your brainstorming session:
• Keep it short. The maximum length for domain names is 63 characters, but it'd behoove you not to try and test the limit.
• Don't use numbers. "We generally tell people to stay away from numbers," says Zack. "They are hard to remember and hard to type." If you feel implored to include a number in your domain name, use the actual number character, such as "44" instead of "forty-four."
• Make it memorable. Try to stay away from awkward phrases or special characters and symbols. You should be able to easily tell a potential customer your domain name over the phone – if not, you could inadvertently end up sending them to a competitor's site.
• Stray away from acronyms and abbreviations. Acronyms and abbreviations are not only hard to remember when typing them, but they are also hard to remember what they mean. Lose the initials and try to stick with the company or product name.
• Try to stick with the "dot com." Zack says extensions like ".biz" and ".net" are surefire ways to confuse a hopeful site visitor. If the desired ".com" name isn't available, try shortening it or adding a word. The website of Zack's company, for example, is RedClayInteractive.com – despite their efforts to snag the easier-to-remember "RedClay.com."
Choosing a domain name can sometimes be tricky – most business owners would like the exact name of their company as the website, but what they soon find is that the name is in use or has been purchased by someone (in hopes that you'll buy it from them). While you can purchase domain names anywhere from $10 to $20 per year on many webhosting sites, buying a name from someone who already owns it can potentially cost hundreds or thousands. However, one way to do this, Zack says, is to use a site that keeps track of domain owners, such as the WHOIS feature provided by technology company Network Solutions, and contact the owner directly.
Dig Deeper: How Secure is Your Domain Name?
How to Start a Website: Finding a Home for Your Website
A good web host is essential for building your site. It's the place where your website lives, and how it maintains a connection to the Internet. Most small businesses, unless backed by a fully-staffed IT department, won't be able to afford to host their own sites, so the best option is probably to find an external web host such as JustHost.com or HostGator.
There are three basic kinds of web hosting – shared, dedicated, and cloud. Shared web hosting usually costs less, but the downside is the fact that you'll be sharing a server with other sites – which means if those sites experience heavy traffic, your performance will likely suffer. With dedicated hosting, you get to lease your own server from a host, but be prepared to pay up.
Cloud hosting is a newer type of hosting that allows websites to operate on an online infrastructure of servers, rather than a physical one. Cloud hosts, such as Rackspace, are popular for their speed and scalability, but since site information is hosted on a "cloud" with other sites, doubts have been raised about network security.
Your decision on any of these types of hosts depends on the basic needs of your site. For example, if you'll be using features that could potentially draw a lot of users, such as a forum or e-commerce tools, dedicated hosting might be the best option.
Here are some other things you should consider when looking for a good web host:
• Make sure there's 24/7 technical support. "If your site goes down, it could potentially be a PR nightmare," says Zack. You should ask a representative what kind of support is offered to customers in the event of a server crash.
• Read customer reviews. See what others are saying about their experience with a web host before you invest your money into one.
• Can I add to my service as my company grows? When you're ready to decide on a host, make sure you have the option of adding more space or features as your site expands and attracts more visitors.
Dig Deeper: Is Your Web Host Prepared for a Crash?
How to Start a Website: Basic Site Essentials
People expect a website to have things in a certain place. While it's great to be creative in your design, you should the keep the layout familiar, so that your visitor isn't confused. When someone gets to your home page, they should be able to see a quick description of who you are and what your company does. "Your messaging should solve that problem in a few words, which should be supported by bullet points – not paragraphs," says Gabriel Shaoolian, CEO of Blue Fountain Media, a Web development and online marketing firm in New York City.
Contact information, like phone numbers and an e-mail address, is another vital component of your site. You can associate a "call to action" with your information, such as offering the user to request a free quote or consultation. If clients will be meeting you in person, you should also have your physical location on the site, Shaoolian says. "People like working with people, not this mysterious entity," says Shaoolian. "If a vendor contacts me and I don't see their location, I won't take them seriously."
Another thing that is commonly omitted from business websites, Shaoolian says, is executive or management information. "People want to know who they're dealing with," says Shaoolian. "Who's responsible for this company, and who are the team players? If you're not bringing up their names and talking about them, someone else is." Shaoolian cites one potential client who approached Blue Fountain Media for services – because the company didn't have information about their CFO on its website, his first Google search result was a blurb about a gambling hobby.
Once you have the basics nailed down, here are some other things to keep in mind concerning the design and functionality of your site:
• Don't use too much Flash. Some browsers have trouble supporting sites that are heavily designed with Adobe Flash. Plus, if a user tries to bookmark a section of your site, they'll only be able to bookmark the homepage, says Zack of Red Clay Interactive. "A mixture of Java and HTML can give you the same experience without locking you into a Flash-based site," he says.
• Tie in your company logo. If your company already has a logo, you should incorporate it into your site. Also, Zack says, don't be afraid to modify the logo in order to give it a more modern feel. If you're in need of a good logo, sites like Logoworks or The Logo Company can help.
• Let the home page be the portal. Depending on the amount and type of content on your site, you may have anywhere from five pages to 100. But everything should flow from the home page – don't try to jam everything in one place. "As you're developing the pages, make sure you're always asking, 'What's next?'" suggests Zack. "Will the user find contact information? Ask for a consultation?"
Dig Deeper: 8 Questions to Ask Yourself When Sprucing Up Your Site
